As our world becomes more connected across devices, the borders between types of media are getting blurrier. “Watching TV” can mean something different to different people and the same content can now be consumed in a variety of ways.

More consumers are adopting new ways to view content on their laptops, smartphones or Connected TV devices as 42% of US consumers own a Smart TV and 60% subscribe to a streaming media service. Streaming TV is considered better quality by consumers and has high ad equity across other online ad platforms, according to Media Reactions data. 

53% of marketers plan to devote more ad budget into streaming TV in 2021, recognizing the impact of the channel.

Ads that run across connected, streaming and over-the-top TV are more easily recalled and build persuasion similar to online video

Advanced TV campaign graph